One of the greatest misconceptions in healthcare branding concerns the role of the logo, or brandmark. Whereas healthcare marketers on the client side—and on the agency side as well in many cases—have a solid background with advertising and sales promotion, they are often at a loss when it comes to […] keep reading
Time to rebrand the healthcare consumer as a Re-sumer
Many health and wellness clients make a significant distinction between marketing to consumers (Direct to Consumer or DTC) and marketing to patients. While cleaving the group into the sick and the well may be an easy way to partition resources, it sets up a false premise that creates significant barriers […] keep reading
DSM-5: the branding of mental illness
It is fitting that my first blog post roughly coincides with the recent certification by the board of trustees for the American Psychiatric Association on the new diagnostic categories for the DSM-5. Several years ago, I wrote a highly controversial article entitled The Art of Branding a Condition, which detailed […] keep reading